Auto Trader unveils largest-ever campaign to drive new car sales

Auto Trader is launching its biggest brand campaign to date, aiming to significantly boost new car sales as the UK’s automotive market faces increasing challenges.

The multi-million-pound 'Found AT' campaign represents Auto Trader’s largest investment ever, targeting a major increase in engaged buyers for its partner dealers’ inventory of 20,000 brand-new and 37,000 nearly new cars.

Timed strategically ahead of the September plate change, the campaign is expected to reach 96% of the UK’s adult population, with each person seeing the campaign an average of 35 times.

The 'Found AT' campaign will run continuously for the next six months, marking a new milestone in Auto Trader’s commitment to supporting car retailers and manufacturers as they navigate a complex market environment.

Auto Trader’s commercial director Ian Plummer, stressed the significance of this investment: “As the dynamics of the new car market evolve, our new campaign underscores our unwavering commitment to our partners.

“This initiative not only aims to maximise opportunities during the critical plate change month of September but also contributes to the overall health of the market.”

In addition to featuring prominently on television, radio, digital platforms, and even cinema trailers, the campaign will focus on driving interest in electric vehicles (EVs), a sector where demand has recently plateaued.

A dedicated TV spot and digital campaign will highlight Auto Trader’s monthly electric vehicle giveaway, which has seen over 12 million entries and the distribution of 44 EVs over nearly four years.

John Smyth, director of Swansway Motor Group, praised the timing of the campaign: “The new car market is under considerable pressure right now. Auto Trader’s new campaign is exactly what the market needs, and we’re eager to see its impact.”

To support the campaign, Auto Trader is offering a two-month free trial of its new car platform to retailers not currently advertising their stock to ensure that all new car retailers can benefit from the increased exposure during the crucial plate change period.